Kia India Partners with HYBE India for 2026 Syros Pop-Ups at Talent Auditions

Kia India has partnered with HYBE India to showcase the 2026 Kia Syros at pop-up events in six cities. This collaboration supports HYBE India's large-scale talent auditions, which began on 28 April 2026. The initiative aims to find participants for a new international girl group, marking a significant intersection of the automotive and entertainment sectors in India.

Key Highlights

• Kia India partners with HYBE India for talent auditions in 2026
• 2026 Kia Syros featured at pop-up events across six Indian cities
• Auditions span 10 Indian cities and five international locations
• Kia Engagement Zone lets attendees record and share performance videos
• Kia India reports over 1.2 million domestic sales and 3.67 lakh exports

Key Details of the Partnership

Kia India will serve as the exclusive automotive partner for HYBE India's auditions. The search will cover 10 Indian cities: Guwahati, Mumbai, Pune, Hyderabad, Bengaluru, Delhi, Chennai, Ahmedabad, Kolkata, and Chandigarh. Additionally, five international locations will target the Indian diaspora. Online registrations are open from 31 March to 31 July 2026 through HYBE India's audition website. This allows participants outside the physical tour cities to join the process.

At each pop-up event, Kia India will set up a "Kia Engagement Zone" inside the 2026 Kia Syros. This in-car feature enables attendees to record and share performance videos. The setup positions the Syros as a content creation space rather than just a display vehicle. Pop-up events are scheduled for Guwahati on 2 May, Mumbai on 9 May, Pune on 16 May, Hyderabad on 23 May, Bengaluru on 30–31 May, and New Delhi on 13–14 June. On-ground auditions will follow in each city.

Statements from Kia and HYBE India

Atul Sood, Senior Vice President of Marketing and Sales at Kia India, said the partnership reflects the brand's understanding of changing youth culture. He stated that Kia aims to engage with creative spaces where expression and global relevance shape aspirations. Sood emphasized that the tie-up reinforces Kia's commitment to staying connected with consumer interests.

Sarthak Arora, Head of Business Development at HYBE India, said the collaboration is based on a shared focus on emerging talent. He highlighted that evolving youth aspirations and global perspectives drive the partnership. Arora noted that the initiative helps unlock India's potential on the global stage.

Industry Context and Kia's Strategy

HYBE India is a subsidiary of Seoul-based HYBE Co., known for acts like BTS and KATSEYE. The company uses a "multi-home, multi-genre" strategy to develop artists for local and international markets. HYBE India, based in Mumbai, leads talent discovery and content development in the region.

Kia India's partnership with HYBE India is part of its broader effort to build cultural relevance with younger consumers. The company has positioned itself as a mass-premium brand since relaunching under the "Movement that Inspires" identity in April 2021. Kia began manufacturing in Anantapur, Andhra Pradesh, in August 2019, with an annual capacity of 300,000 units. It currently offers nine models, including the Seltos, Sonet, Carens, EV6, EV9, and the 2026 Syros. Kia reports cumulative domestic sales of over 1.2 million vehicles and exports exceeding 3.67 lakh units. Its sales and service network covers 866 touchpoints in 391 cities.